| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 105 === The popularity of the Internet has created a booming e-commerce, and the rise of online shopping change consumers’ habits.The owner of online stores are not subject to the constraints of time and space, they can provide diversified services to consumers. Many owners of apparel brands operate not only entities store but also shopping sites to maximize the efficiency.
Based on the LISREL statistical analysis and hypothesis verification, we explore whether service quality of online and offline channel will affect satisfaction and loyalty in the apparel industry, and whether satisfaction will affect loyalty, and whether there is a significant interaction between online and offline satisfaction. In order to provide specific marketing strategy recommendations to the owners who operate online and offline apparel stores simultaneously.
The empirical results of this study are as follows:
1.For apparel brands, online service quality has a significant positive impact on the online customer satisfaction.
2.For apparel brands, offline service quality has a significant positive impact on the offline customer satisfaction.
3.For apparel brands, online service quality does not have a significant positive impact on customer loyalty.
4.For apparel brands, offline service quality does not have a significant positive impact on customer loyalty.
5.For apparel brands, online customer satisfaction has a significant positive impact on customer loyalty.
6.For apparel brands, offline customer satisfaction has a significant positive impact on customer loyalty.
7.For apparel brands, online customer satisfaction does not have a significant positive impact on offline customer satisfaction.
8.For apparel brands, offline customer satisfaction has a significant positive impact on online customer satisfaction.
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